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WHAT
IS A CMR?
WHO QUALIFIES
AS A NATIONAL ACCOUNT?
LOCAL REP VS. NATIONAL CMR
THE BENEFITS OF USING
A CMR
WHAT IS A CMR?
CMR stands for Certified Marketing Representative, a certification
given by the Yellow Pages Integrated Media Association (YP
I.M.A.) to agencies who have met their qualifications, gone
through special training and passed a series of examinations.
CMRs can assist only national and regional advertisers in
placing their Yellow Page advertising. If an advertiser meets
the national criteria, a CMR agency will create, order, place,
track and invoice all of their Yellow Page ads for the same
price.
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WHO QUALIFIES AS A NATIONAL
ACCOUNT?
Currently YP I.M.A. has determined that in order to be considered
a National client a business must operate in at least three
states with advertising in at least twenty directories. Should
a business not meet this criteria they can also be considered
an Emerging account, which gives them two years to grow into
the National account requirements. After two years they are
reconsidered and if they still don't meet the criteria, more
time can be given depending on the circumstances.
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LOCAL REP VS. NATIONAL CMR
Local representatives sell ads for a specific publisher (i.e.
Qwest, Verizon, etc.) in a specific territory. Each rep works
for only one publisher, and solicits ads for that directory
from local businesses.
CMRs work for all YP I.M.A. approved Yellow Page Directories.
They have market research, rate information, and media contracts
established with every directory, all of which is available
to the client. The benefit of using a CMR is that the client
will deal with only one representative to handle all of their
multiple directory advertising. The CMR does not have a preference
as to which directories the client should be in; they are
only placing ads based on usage, cost and area; and always
have the client's best interest in mind. That one representative
will work with the client through the process of choosing
a directory, approving artwork, and placing the ad.
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THE BENEFITS OF USING A CMR
The cost for the ad is exactly the same whether the client
were to use a local or national representative, all Yellow
Page rates are standardized in this industry. Sometimes the
CMR will be offered specials based on bulk ad buys that the
local representative may not. These bonus ads could include
free addition of color to a display ad, or a free listing
for the client under a secondary heading.
Our services are free to our clients. We are paid by the
publisher for the ads that we place. There is no billing
for our services. Everything from market research to ad creation
is part of our total package. Plus, using a CMR is a simplification
of your advertising management budget.
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